Responsys Acquires INBOX Marketing

E-mail and lifecycle marketing firm Responsys, Redwood City, CA, today acquired INBOX Marketing, San Francisco, which focuses on optimization of e-mail marketing. Financial details of the deal were not released.

INBOX's expertise in lifecycle marketing -- targeting the right customer at the right time in their lifecycle -- and in list segmentation fits with Responsys' techniques and philosophy, Responsys chief marketing officer Scott Olrich said.

"INBOX was very much aligned with our beliefs, that marketers need to move from ad hoc, low value campaigns to strategic campaigns across the customer lifecycle," he said.

Though many mergers and acquisitions of late have involved traditional direct firms taking over e-mail marketing and search marketing firms, Responsys is proud of its independence.

"We are being pursued by the direct marketing providers, but we think as a standalone company we can expand faster," Olrich said.

Responsys will maintain INBOX's San Francisco office and retain all INBOX employees.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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